• Journal of Korean Society of Industrial and Systems Engineering
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• v.2 no.2
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• pp.115-124
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• 1979

The purpose of this study is theoretical research on risk. The research is focused on systematic risk. Chapter I is objective of this study, Chapter II includes definition and measurement of risk. Chapter III introduces attitudes toward risk and classification of risk. Chapter IV discusses Portfolio theory, Capital market line and Shape and Lintner model The objective of firm is assumed to maximize its value. In a world of uncertainty, value is not determined by earnings alone, the degree of risk involved with the streams of earnings. Financial manager has to consider the risk in order to maximize the value of firm. Total risk can be classifier into two parts : Systematicrisk and unststematic risk by Sharpe. Systematic risk is important because investors can't diversify it. Blume and Jensen measured f and they testified that the f is stationary over the time For further study, Korean stock mark has to take emperical study about $\beta$ and its stationarity.

• Journal of Korean Academy of Nursing
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• v.26 no.1
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• pp.33-42
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• 1996

Given the global impact of the AIDS pandemic, it is necessary to take every measure to prevent an epidemic of this disease in Korea. The only available strategy is prevention. Considering college students as a potential risk group, this study examined their knowledge of, and attitudes toward AIDS. In this study, 399 students from three colleges in Pusan and Uoolsan were examined for their attitudes to, and knowledge of AIDS. Findings indicate that the majority of the students（90％） had basic knowledge on the transmission and the prevention of the disease. However, most of them, including nursing students, lacked knowledge as to the etiological agent, major symptoms and available diagnostic techniques. To the questions designed to examine social attitude towards AIDS patients, the students showed a tendency to view AIDS patients as responsible for their own illness. Interestingly, they showed sympathy to their imaginary friends and relatives suffering from AIDS. The study findings suggest a need for the development of AIDS educational programs for college students.

• Journal of Global Scholars of Marketing Science
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• v.18 no.2
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• pp.89-111
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• 2008

Due to the development of digital technology, studies regarding smart wear integrating daily life have rapidly increased. However, consumer research about perception and attitude toward smart clothing hardly could find. The purpose of this study was to identify innovative characteristics and perceived risk of smart clothing and to analyze the influences of theses factors on product attitudes and intention to adopt. Specifically, five hypotheses were established. H1: Perceived attributes of smart clothing except for complexity would have positive relations to product attitude or purchase intention, while complexity would be opposite. H2: Product attitude would have positive relation to purchase intention. H3: Product attitude would have a mediating effect between perceived attributes and purchase intention. H4: Perceived risks of smart clothing would have negative relations to perceived attributes except for complexity, and positive relations to complexity. H5: Product attitude would have a mediating effect between perceived risks and purchase intention. A self-administered questionnaire was developed based on previous studies. After pretest, the data were collected during September, 2006, from university students in Korea who were relatively sensitive to innovative products. A total of 300 final useful questionnaire were analyzed by SPSS 13.0 program. About 60.3% were male with the mean age of 21.3 years old. About 59.3% reported that they were aware of smart clothing, but only 9 respondents purchased it. The mean of attitudes toward smart clothing and purchase intention was 2.96 (SD=.56) and 2.63 (SD=.65) respectively. Factor analysis using principal components with varimax rotation was conducted to identify perceived attribute and perceived risk dimensions. Perceived attributes of smart wear were categorized into relative advantage (including compatibility), observability (including triability), and complexity. Perceived risks were identified into physical/performance risk, social psychological risk, time loss risk, and economic risk. Regression analysis was conducted to test five hypotheses. Relative advantage and observability were significant predictors of product attitude (adj $R^2$=.223) and purchase intention (adj $R^2$=.221). Complexity showed negative influence on product attitude. Product attitude presented significant relation to purchase intention (adj $R^2$=.692) and partial mediating effect between perceived attributes and purchase intention (adj $R^2$=.698). Therefore hypothesis one to three were accepted. In order to test hypothesis four, four dimensions of perceived risk and demographic variables (age, gender, monthly household income, awareness of smart clothing, and purchase experience) were entered as independent variables in the regression models. Social psychological risk, economic risk, and gender (female) were significant to predict relative advantage (adj $R^2$=.276). When perceived observability was a dependent variable, social psychological risk, time loss risk, physical/performance risk, and age (younger) were significant in order (adj $R^2$=.144). However, physical/performance risk was positively related to observability. The more Koreans seemed to be observable of smart clothing, the more increased the probability of physical harm or performance problems received. Complexity was predicted by product awareness, social psychological risk, economic risk, and purchase experience in order (adj $R^2$=.114). Product awareness was negatively related to complexity, meaning high level of product awareness would reduce complexity of smart clothing. However, purchase experience presented positive relation with complexity. It appears that consumers can perceive high level of complexity when they are actually consuming smart clothing in real life. Risk variables were positively related with complexity. That is, in order to decrease complexity, it is also necessary to consider minimizing anxiety factors about social psychological wound or loss of money. Thus, hypothesis 4 was partially accepted. Finally, in testing hypothesis 5, social psychological risk and economic risk were significant predictors for product attitude (adj $R^2$=.122) and purchase intention (adj $R^2$=.099) respectively. When attitude variable was included with risk variables as independent variables in the regression model to predict purchase intention, only attitude variable was significant (adj $R^2$=.691). Thus attitude variable presented full mediating effect between perceived risks and purchase intention, and hypothesis 5 was accepted. Findings would provide guidelines for fashion and electronic businesses who aim to create and strengthen positive attitude toward smart clothing. Marketers need to consider not only functional feature of smart clothing, but also practical and aesthetic attributes, since appropriateness for social norm or self image would reduce uncertainty of psychological or social risk, which increase relative advantage of smart clothing. Actually social psychological risk was significantly associated to relative advantage. Economic risk is negatively associated with product attitudes as well as purchase intention, suggesting that smart-wear developers have to reflect on price ranges of potential adopters. It will be effective to utilize the findings associated with complexity when marketers in US plan communication strategy.

• Journal of Distribution Science
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• v.13 no.9
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• pp.81-93
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• 2015

Purpose - "Showrooming" refers to the phenomenon where a shopper visits a store to see and compare products but makes the purchase online at a lower price. Surveys on showrooming activities at home and abroad indicate that a significant number of consumers pursue showrooming activities. The advent of "showroomers," who engage in buying activities, hovering both on and offline, while selectively choosing sales channels to suit their needs, is powerful enough to erode the borders between channels and bring about seismic changes in the distribution industry. However, surprisingly, there has been no in-depth discussion on showrooming. This study seeks to theoretically investigate what impact personal characteristics have on showrooming preferences and attitudes in a multi-channel environment. Specifically, assumptions have been made that price perception, perceived performance risk, and trust in online shopping not only have a direct impact on showrooming attitudes but also indirectly affect it through the means of contact motivation. Research design, data, and methodology - To test the hypotheses, this study conducted a survey of male and female shoppers, ages 20 through 40s, who live in metropolitan areas, and have actively showroomed fashion items in the last six months. A clothing item usually purchased after a careful decision-making process was chosen as the target product of the study. The survey was conducted between October and November 2014, using a professional survey service provider. A total of 200 surveys were collected, of which 198 were used for analysis. Conceptual model Structural Equation Modeling (SEM) and Amos 18.0 were employed for data analysis and model verification. In addition, following the confirmatory factor analysis and measurement model analysis, the theoretical model that corresponds to the research model was analyzed. Results - Analysis results show that price perception, perceived performance risk, and trust in online shopping have a statistically significant and positive (+) impact on showrooming attitudes. In addition, in terms of the indirect influence of price perception and perceived performance risk on showrooming attitudes through means of contact motivation, price perception had a statistically significant and positive impact on means of contact motivation, whereas perceived performance risk did not have a statistically significant impact on it, with the relevant hypothesis rejected. Conclusions - These analysis results imply that the ultimate goal of consumers is to maximize their shopping benefits by selectively and strategically taking advantage of different channels in a complementary manner. This study presents many implications for distributors to encourage a deep understanding of showrooming consumers who have complicated consumption behaviors and to build channel integration strategies. This study has limitations in theoretical and practical implications. Therefore, subsequent studies need to focus on verifying that showrooming activities are based on reasonable and planned decisions by applying the theory of reasoned or planned behavior. In addition, the scope of the study should expand to include web showrooming, where consumers conduct product research online and purchase offline.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.10 no.4
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• pp.167-175
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• 2015

This study examined the linkage between uncertainty tolerance and attitude toward trying business start-up. Uncertainty tolerance can classify by degrees of uncertainty as risk and ambiguity. We examined the effects of risk tolerance and ambiguity tolerance on attitudes toward trying success and failure. And we also examined the effect of attitudes toward trying success and failure on business start-up trying. This study investigated these relationships using 173 under graduate students. The result of analysis indicated that the risk tolerance had positive effects on attitude toward trying failure, but it had not any effect on attitude toward success and process. The ambiguity tolerance has positive effects on attitude toward trying failure and trying process, but it had not any effect on attitude toward success. The attitudes toward trying success, trying failure, and trying process had positive effect on attitude toward business start-up trying. Then results of this study suggests that the uncertainty(risk and ambiguity) tolerance showed a role of antecedent of attitudes toward trying success and failure. Finally, this study concluded with a discussion of the implications of the research findings and directions for future research.

• Journal of the Korean Society of School Health
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• v.14 no.2
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• pp.215-225
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• 2001

The purpose of this study was to identify factors related to High School Students' Attitudes(prejudice) toward HIV-infected classmates. 980 self-administrated questions were completed by high school male students. Stepwise Multiple Regression Analysis was performed with the following independent variables: knowledge about HIV/AIDS transmission, prevention, and HIV-antibody, interests, preventive behaviors, predicting level to peer HIV-related risk behavior, knowledge about information sites, perceived susceptibility, perceived severity, self-efficacy to prevention, related to AIDS/HIV, thought about premarital sexual behavior and homosexuality. The Regression Model is significant(R2=.1719, F=33.517, p<0.05) The significant factors are knowledge about HIV/AIDS transmission, intention of the preventive behaviors, knowledge of information sites, perceived severity, ideas about homosexuality, predicting level of peer HIV-related risk behavior. The results of this study provide information for effective education program development and health policy about AIDS prevention and management.

• Korean Journal of Health Education and Promotion
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• v.13 no.2
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• pp.54-68
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• 1996

This study aimed at examining the risk factors of smoking behavior among middle school students and preparing school-based smoking prevention program. This study surveyed at February 1995 from 892 students at 3 middle schools in Seoul. The major findings of this study are follows; The proportion of current smoker among students in this study was 3.8%, and the proportion of intentions to smoking was 8.4%. At demographic variables male, pocket money of month was significantly positive association with smoking behavior, but economic status and education status of father were significantly negative association with smoking behavior. Results indicated that social influence variables(peer influence), alcohol, and positive attitudes of smoking were significantly positive association with smoking behavior. So implications for smoking prevention programs may be more effective at risk populations than using general adolescent population. Also ‘School-based smoking prevention programs’ may be learning social pressure resistance skills and giving knowledge and information about negative attitudes about smoking.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.6
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• pp.221-231
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• 2020

This research investigates the relationship among product risk, financial risk, security risk, privacy risk, perceived satisfaction, and purchase intention. Validated measurements were identified from a literature review. The measurement model and the conceptual model depicting hypothesized relationships were evaluated based on responses from 306 customers using confirmatory factor analysis and structural equation modeling. The results showed that product risk, financial risk, security risk, and privacy risk impacted on perceived satisfaction. Besides, product risk, privacy risk, and perceived satisfaction influenced purchase intentions. Thus, this study focused on the influences of product risk, financial risk, security risk, and privacy risk on their cognitive attitudes toward websites. That means the more consumer perceive security, the more they avoid shopping online. The study is important to show how perceived risk affects online shopping behaviors, and it invites marketers to make necessary adjustments to prevent perceived risks to increase and online shopping to decrease. The findings of this study suggest the creation of a framework on the effect of perceived risk types on online shopping. Managers need to take perceived risks into account when designing their electronic marketing channels. In addition, shopping websites should strengthen their transaction security by appropriately using various available resources and new information technologies.

• Journal of the Korean Society of Safety
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• v.32 no.1
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• pp.134-139
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• 2017

This study has been performed to investigate the risk perceptions of employees in nuclear power plants. A representative sample of 473 employees was surveyed(about 79% response rate). The questionnaire included scales on both risk perceptions of critical five hazards that could be occurring in the nuclear power plants and two psychometric attitudes. Higher risk perceptions between managers and non-managers to five hazards used in this study were entirely obtained from the managers. It was also found that the perceived higher hazards were in the following order: radiation exposure, radioactive release, explosion, fire and radioactive waste. For the controllability, higher risk perceptions to the all factors were obtained from the managers, and higher ones were non-managers in the dread.

• Human Ecology Research
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• v.55 no.6
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• pp.609-623
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• 2017

Fur apparel is a representative luxury item that displays wealth and social status; however, it is also recognized as an unethical product criticized for its animal maltreatment in the production process. Understanding consumer responses to an ambivalent object, such as fur apparel, is an important research topic both academically and practically. This study investigates the hierarchical effects of perceived benefits and risks of fur apparel on consumers' emotions and purchase intention by applying the ABC model of attitudes to identify the mediating effects of consumer emotions. An online survey was conducted on 390 female consumers that verified hypotheses through structural equation modeling and bootstrapping analysis using phantom variables. The initial results of the survey showed that the relationship between perceived conspicuous benefits and purchase intention towards fur apparel was partially mediated by positive emotion. Second, the relationship between perceived epistemic benefits and purchase intention was completely mediated by positive emotion. Third, the relationship between perceived ethical risk and purchase intention was completely mediated by positive and negative emotions. Fourth, perceived social risk did not affect the purchase intention of fur apparel significantly. The results support that cognitive beliefs about the subject have a significant positive effect on behavioral intentions through emotions as suggested in the ABC model of the attitude. This study provides an in-depth understanding of consumer responses to ambivalent objects by revealing the individual mediating effects of consumers' positive and negative emotions.